When it comes to platforms collecting our personal data, it can often seem unsettling. Instagram, owned by Meta, is one of the most popular social media platforms, but using it means sharing a lot about yourself.

According to Instagram’s Privacy Policy, the platform collects basic details like your name, username, and contact information. It also tracks what you post, like, and comment on, as well as the time you spend on different parts of the app. Even details about your phone or computer, like your IP address and location, are collected.

Why does Instagram gather all this information? Mostly to personalize your experience, making sure the content and ads you see match your interests. If you’ve ever noticed an ad for something you just searched for online, that’s because Instagram is tracking your activity to show you relevant promotions. Speaking out loud about something, for example a coffee shop, then getting ads on your Instagram for coffee shops is not a coincidence either. While this can make your feed more engaging, it also raises concerns about how much Instagram knows about its users.

Do Users Have Any Control Over Their Data?

Instagram gives users some ways to manage their privacy, but it’s not always easy to avoid data tracking. You can make your account private, limit who sees your posts, and adjust your ad preferences. However, according to the article Instagram’s Privacy Policy: Everything You Need to Know by Todd Jones, even if you change these settings, Instagram still collects your data for things like improving the platform and running targeted ads.

Users can request a copy of their data or delete their account entirely, but most people don’t go that far. The problem is that Instagram doesn’t offer a simple way to stop all tracking. Even when you opt out of targeted ads, Instagram still gathers data, it just doesn’t use it to customize your ads as much.

Instagram’s Privacy Issues and Controversies

Instagram has run into a lot of criticism over how it handles data. One major issue came in September 2024, when Josh Taylor reported in his article Meta’s AI is scraping users’ photos and posts. Europeans can opt out, but Australians cannot, that Meta was using public Instagram and Facebook posts to train its AI models. Users in Europe had the option to opt out, thanks to stricter privacy laws, but people in other regions, like Australia, had no choice. This raised concerns about whether Meta was taking user data without proper consent.

Another controversy happened in February 2025 when Instagram’s algorithm started showing violent and disturbing videos to users, including minors. According to the article Meta apologizes after Instagram users are flooded with violent videos by Ariel Zilber, Meta apologized, calling it a mistake. But this incident showed how Instagram’s content recommendations can go wrong, exposing users to harmful content.

Does Instagram Follow Privacy Laws?

Instagram’s privacy rules depend on where you live. In Europe, Instagram has to follow the General Data Protection Regulation (GDPR), which gives users strong rights over their data. Under GDPR, companies must ask for clear permission before collecting data, and users can request to see or delete their information. 

According to Brent Barnhart in his article GDPR and social media: What marketers need to know, GDPR also requires businesses to practice data minimization, meaning they can only collect the information necessary for their services. Social media platforms like Instagram must clearly explain what data they collect and why, ensuring users are fully aware of how their information is being used. However, while GDPR provides strong protections, many users may not realize they have these rights or know how to exercise them.

In the U.S., Instagram follows the California Consumer Privacy Act (CCPA), which gives California residents the right to know what data is being collected and to opt out of having their information sold. However, the Interactive Advertising Bureau (IAB) points out that these protections aren’t automatic—users have to actively make these requests, and many don’t realize they can.

Overall, while Instagram follows privacy laws in certain regions, these protections aren’t the same for everyone. And even where laws exist, Instagram’s settings can be complicated.

How Can Instagram Do Better?

There are a few ways Instagram could improve privacy for its users. First, it should offer a simple, global opt-out option, so people everywhere, not just in certain countries, can choose not to have their data tracked for ads. It should also explain its data collection policies more clearly, using easy-to-understand language instead of long legal documents.

Another major issue is content moderation. Instagram needs to improve its systems to make sure users, especially younger ones, aren’t exposed to harmful content. And finally, the platform should collect only the data it truly needs instead of gathering so much unnecessary information.

By making these changes, Instagram could create a more trustworthy space for users while still allowing businesses to advertise effectively. A better balance between privacy and marketing would benefit everyone.

References

Barnhart, B. (2024, May 2). GDPR and social media: What marketers need to know. Sprout Social. https://sproutsocial.com/insights/gdpr-and-social-media/ 

CCPA Archives. IAB. (n.d.). https://www.iab.com/topics/privacy/ccpa/ 

Guardian News and Media. (2024, September 11). Meta’s AI is scraping users’ photos and posts. Europeans can opt out, but Australians cannot. The Guardian. https://www.theguardian.com/technology/article/2024/sep/11/meta-ai-post-scraping-security-opt-out-privacy-laws 

Help center. (n.d.). https://help.instagram.com/155833707900388 

Instagram’s privacy policy: Everything you need to know. Instagram’s Privacy Policy: Everything You Need To Know. (n.d.). https://www.identityguard.com/news/what-you-need-to-know-about-instagrams-privacy-policy 

Zilber, A. (2025, February 27). Meta apologizes after Instagram users are flooded with violent videos. New York Post. https://nypost.com/2025/02/27/business/meta-apologizes-after-instagram-users-were-flooded-with-violent-videos/